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Four Arguments for the Elimination of Television Jerry Mander thinks that with television “there is ideology in the technology itself. ” The four claims in this particular article are that: (1) television itself had come to define the people who use it, (2) the forms by which it is used, (3) its influence on people, (4) as well as the other significant outcomes that may later come from its use. He argued that television is a medium or a means through which people derive, process, and build ideas from.
He used parallelism in his challenge or rebuttal argument when he likened television to the army. The army’s mandate is to fight wars that necessitate fighting, killing, defeating and winning over the enemy. It does not follow that the generals chosen to lead the army are the kind born to fight and kill, the same way that television was not conceived to breed the kind of people who watch it. In the concept of the automobiles, he used the climatic word order in his narrative argument.
He enumerated the consequences of the invention of the automobile, the need for gas, oil to source it, refineries to process the oil, stations to pump gas into the car. Mander used emotive language in his causal argument to emphasize the change cars brought to people, like when “they evolved into car people …. Cars replaced human feet. ” Television like the automobile triggers a lot of reaction from its existence and subsequent use.
Advertisements are made on television because consumers watch TV, manufacturers make big sales because their products are advertised, and the line goes on. This argument is related to Mander’s take on Advertising. The evaluative argument on the comparison of television to advertising used a balanced sentence with equal and parallel ideas, when Mander wrote that advertising was “designed to persuade and dominate by interfering in people’s thinking patterns.
” Television for its part has a strong influence on people to take a side of an issue, or to change their minds on others. In his concluding argument he takes the strong position of getting rid of television quickly if ours is to be restored to a sensible and rational and free-thinking society basis the above reasons. Reference Mander, Jerry. (1978). Four Arguments for the Elimination of Television. Harper Perennial.